Demonstrating the why

Framing is how information is presented to shape perception. Here, Too Good To Go use a quiz to frame food waste as a real problem, so that their service feels more valuable and urgent.

Specificity means clear, tailored actions feel more designed-for-purpose. The quiz asks a direct question about food waste, making the service’s value specific and memorable for users.

User Delight is about small, enjoyable moments boosting perception. The interactive quiz adds a fun, surprising element, which can make users feel more positive about the brand.

Cherrypick uses a similar pattern, dynamically showing testimonials based on user goals. Both services frame their value by connecting it directly to what matters most to the user.

HelloFresh also frames value by comparing meal prices per serving. Both examples use context and comparison to help users see why the service is a smart choice.